South Korean Starbucks branch sparks outrage with references to historic massacre
A Starbucks campaign in South Korea has sparked outrage due to its perceived references to a historic massacre. The campaign, launched on the anniversary of the Gwangju massacre, featured large cups called 'Tanks' and a slogan that many found offensive. An investigation has been opened to determine the responsibility for the controversial marketing effort.
- ▪The campaign was launched by Starbucks South Korea, a subsidiary of Shinsegae, on May 18.
- ▪The launch date coincided with the anniversary of the 1980 Gwangju massacre.
- ▪The campaign slogan encouraged customers to slam their cups on the table, evoking painful historical memories.
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An activist breaks Starbucks cups and mugs at a protest against the South Korean Starbucks branch's 'Tank Day' campaign, Gwangju, South Korea, May 21, 2026. YONHAP NEWS AGENCY VIA REUTERS In South Korea, the memory of the fight for democracy is still raw, and it continues to fuel deep political divisions. Recently, the giant retail group Shinsegae and its controversial chairman, Chung Yong-jin, triggered a scandal with a marketing campaign that was seen as a nod to a 1980 massacre, which occurred during a crackdown on the pro-democracy movement in the southwestern city of Gwangju. On Thursday, May 21, an official investigation was opened to determine who was responsible for the campaign, which Starbucks South Korea, a Shinsegae subsidiary, launched at its cafés on May 18.
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Excerpt limited to ~120 words for fair-use compliance. The full article is at Le Monde (EN).
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